The Ultimate Guide to WhatsApp Message Templates for Fashion
As the fashion sector continues to push into the digital space, discover how WhatsApp and its pre-approved message templates can help drive growth and deepen customer connections.
The pandemic and resultant lockdowns have massively impacted on fashion brands’ high street sales, spurring the sector to embrace digital channels as more and more shoppers choose to browse and select their purchases online. It’s an approach that’s proven to work too; innovators including tailored fashion specialist Tailorman, high end boutique Threads and e-tailer giant Zalando had already been flourishing in this space well before the pandemic struck.
Deploying ‘clienteling 2.0’, these savvy companies use virtual assistants — both human and bot — to create personalized, scalable customer experiences for shoppers right on their smartphones. From personal consultations and order fulfillment to loyalty programs and customer feedback, comms between customers and fashion brands are now increasingly being conducted on messaging platforms including the world’s most popular chat app, WhatsApp.
“The future of retail involves personalization and chat. People want something that is akin to a retail experience, but they want it through their mobiles and they want unparalleled convenience and availability.” – Sophia Hill, founder of Threads
How WhatsApp message templates help deliver great CX
At the heart of any WhatsApp-based interaction between a business and a customer are the platform’s pre-approved message templates. Designed to ensure customers don’t end up drowning in a sea of marketing spam, these pre-approved templates ensure that when outbound communications are sent to opted-in customers, they meet WhatsApp’s exacting standards while helping the fashion brand to take a structured, disciplined approach to its CX messaging strategy.
Such strictures might sound like the antithesis of personalized communications but within these template messages are numbered placeholders {{1}}, which can be edited to deliver that vital personal touch. And remember, once the customer responds, fashion brands can then move into freeform messaging to deliver a truly personalized clienteling 2.0 experience if they wish to.
Message templates: The essential accessory for fashion brands & their customers
So how does this approach work in real world terms? To understand, let’s go through each step of the customer’s journey and how WhatsApp’s message templates can help, not hinder, fashion CX:
Promoting events
Once a customer has opted-in, they can be invited to join and watch online fashion shows, new collection events, and more, creating a bigger splash for the brand’s latest services and offerings:
Hi {{1}}, we're delighted to invite you to the unveiling of our new {{2}} collection on {{3}}. To attend virtually, respond with 'Yes' and we'll add you to the guest list.
Clienteling 2.0’ed
To help fashion brands deepen customer relationships, bespoke services can be rolled out via the messaging platform. These can include arranged consultations to offer personalized recommendations, discussions about new collections, and more.
Appointment scheduling can also be handled in WhatsApp as well as any follow-ups after a consultation to convert into a sale. Importantly, the platform is being deployed to service the entire customer journey. For instance, tyntec client Tailorman uses WhatsApp to make it easier for customers to schedule appointments for measuring and adjusting as well as shorten the entire measure-to-delivery cycle:
Fulfilling orders
Once an order has been made, the customer is sent a WhatsApp notification to confirm purchasing details. The message template typically looks like this:
Hi {{1}}. Thank you for shopping with us. Your order of {{2}} is now confirmed at a cost of {{3}} and with an expected delivery date of {{4}}. Check the status of your order at {{5}}
The placeholders are automatically filled in based on the customer information gleaned during the ordering process, and appear like this in the final message:
Delivering purchases
Updates can also be sent via the messaging platform to keep the customer informed at all times as well as present them with options for making any last minute changes:
Good news, {{1}}! Your order of {{2}} is on its way with the delivery date of {{3}} between the hours of {{4}} and {{5}}.
If you would to select another time or date, reply with 'Change Time'.
If you would like to change your purchase, reply with 'Change Order'.
Managing returns
It’s an inevitable fact of fashion brand life — especially in the online space — that customers might wish to return clothes that, on hindsight, aren’t quite the right match for their needs. Thankfully, all refunds and returns can be quickly handled within WhatsApp:
Hi {{1}}, we received your return request and will process it asap. Please send back your order of {{2}} in the bag provided with your delivery and we can arrange pick up on {{3}}.
The messaging platform can also be used to suggest replacement items for the customer based on their purchasing history so no potential sales opportunity is missed:
We received your return of {{1}} and your refund of {{2}}
will appear in your account in the next 3-5 days. In the meantime, we
have put together this personalized carousel of potential replacement
items to see if we can find the perfect fit for you. Access it by
following this link {{3}}
Message templates not only give fashion outlets the ability to meet customer’s needs at each key stage of their journey, but also help nurture deeper relations, increase loyalty, and much more besides:
Think better customer care…
Hi {{1}}, thank you for your order. Do let us know if you have any queries about how to style or launder your new {{2}}. We're here to help!
Think building loyalty…
Hi {{1}}, we've upgraded you to our VIP program because you are a regular customer. Head to the {{2}} page to check out all the great benefits or view our FAQ by clicking here.
Think sourcing feedback…
Hi {{1}}. Hope you are happy with the delivery of your new {{2}}. To help us make our service even better, take a moment to fill out our 10-second survey here: {{3}}
Think gentle ‘nudges’…
Hey {{1}}, just wanted to let you know that your order window expires in {{2}}. Please place your order now to ensure your order of {{3}} is delivered tomorrow.
Learn more about how WhatsApp can transform customer experience in the fashion sector by downloading tyntec’s exclusive guide ‘Conversational Clienteling for Fashion’ here.
WhatsApp Business: The platform that never goes out of fashion
To aid in the transition to WhatsApp, fashion brands are partnering with trusted official providers such as tyntec to plan, create and roll out the platform including message template consultancy and approval. This massively decreases the logistical and financial hurdles of implementing a successful WhatsApp strategy.
Such a frictionless approach is vital in this increasingly digital era as the proliferation of WhatsApp and other digital channels continues to impact on the fashion space. For example, 14% of US shoppers and 17% of Chinese shoppers bought fashion online for the first time because of the lockdowns.
And while high street footfalls will inevitably increase again as lockdowns lift in certain countries — for instance, Primark in the UK is reporting that shopper volumes are now the same as pre-pandemic levels — the digital ‘genie’ is well and truly out of the bottle. It means now is the time to act by meeting customers where they choose to congregate, and in turn stealing a march on slow-moving competitors still wedded to a ‘high street-first’ mindset.
Discover how tyntec helps fashion brands benefit from WhatsApp and its message templates by getting started now.